Hospitality Design Group Enters Luxury Senior Living Market with 410-Unit Resort-Style Project

Los Angeles-based Cheryl Rowley Design, a 20-year-old hospitality design group, is venturing into the luxury senior living market, with Maravilla, a 410-unit resort-style senior living facility in Scottsdale, Ariz.An owner and developer of resort-style retirement living, Senior Living Resources LLC is the developer and owner of this project, set on 25 acres, adjacent to the AAA five-diamond Fairmont Scottsdale Resort.Maravilla will provide luxury accommodations and high-end amenities to an independent living, assisted living and memory care clientele. Currently under construction, Maravilla Scottsdale will provide residents with independent living, assisted living and memory care residences, as well as services such as an annual, renewable, health care benefit.Scheduled to open in 2011, Maravilla will feature a mix of one-, two- and three-bedroom luxury apartments and casitas ranging from 900 sq. ft. to nearly 2,100 sq. ft. The luxury retirement community will also offer amenities, services and outdoor lifestyle activities such as gourmet restaurants, movie and live theatres, a spa, yoga studios, indoor and outdoor swimming pools, tennis courts, meandering trails, gardens, performance venues, and other recreational and social spaces.“This was an exciting market for us because there aren’t too many such projects in North America,” Joanie Neumayer, managing director at CRD, tells MHN. “This is similar to a hotel in the sense that it has a lot of public spaces. In those areas, we applied our experiences in hotel design to this project.” Neumayer adds that the healthcare situation in this country and the awareness among baby boomers about better senior living products are pushing the demand for luxury senior living facilities.CRD principal Cheryl Rowley adds, “It’s an exciting time for us to be entering what is clearly an emerging market. Maravilla’s interiors will have a distinctly residential feel. Spaces are not too grand or overwhelming in scale; architectural details provide warmth and interest; and furniture selections are varied and somewhat eclectic as if collected over time. In the common areas, we activate spaces with fireplaces, water fountains and grand pianos that serve to provide social opportunities within the community. “Maravilla Scottsdale operates on a time-share like model for residents. “Residents can live there as long as they want and we are counting on seven to 10 years. After that, Senior Living Resources will buy it back from the resident and fully refurbish it,” says Neumayer.This article first appeared on, affiliated with Multi-Housing News magazine.